#10things consumers want brands to focus on for 2022

This is what consumers across the globe, including Africa, want brands to focus on in 2022 and beyond.

The most important things consumers are telling brands and retailers in 2022 about how they want to shop; and what products and services they want brands and retailers to focus on. This is according to the latest global consumer research from FMCG Gurus insights firm, which released their Top Ten Trends for 2022 this week.

1. Upcycled ingredients

Consumers (61% global; 67% Africa/Middle East) like the concept of upcycled ingredients as they are seen as something that can help address food waste. They are also dissatisfied with brands and retailers unnecessarily throwing away what they deem to be perfectly edible food, and want this rectified. Brands and retailers need to do more to ensure sustainability and a carbon neutral supply chain.

2. Emotional and mental health

Consumers are actively seeking out food, drink, and supplements that help address health problems – even if they are not suffering from specific symptoms. This is resulting in consumers taking a greater level of interest in ingredients that offer a health boost beyond basic nutrition, seeking out products positioned around active health claims.

3. Snacking evolution

The evolution of snacking combines with continued meal skipping and substituting, with the concept of what constitutes a meal and a snack becoming increasingly blurred; and 60% of global consumers who skip meals say that they regularly substitute such occasions with a snack. The research showed that consumers did not however, want snacking to compromise their health goals, so the market is increasing for tasty snacks that are also healthy.

4. Experimentation

The desire for experimentation is linked to globalisation – with consumers wanting new and unusual flavours from around the world and specific regions.

5. Breaking stereotypes

Consumers want to break stereotypes that exist around ageing and stay fit and active until as late in life as possible. At the same time, they recognise that current diets and lifestyles increase the risk of health problems later in life. As a result of this, they are adopting a long-term approach to health maintenance. This means that better-for-you products must be deemed compromise-free from a taste, cost, and convenience perspective, to be easily incorporated into daily diets.

6. Increase transparency

Irrespective of whether people are satisfied with the standard of nutritional labelling, brands should push for continuous innovation from a transparency and simplicity process – to show that they are being proactive in trying to help consumers achieve health goals by making informed choices.

7. Technological innovation driving product innovation

Consumers can sometimes feel that health and wellness products on the market are not suited to their specific needs. This will create opportunities for innovation around personalisation in the market, such as products designed for specific health issues, based on the genetic testing of people’s DNA. There is a huge opportunity for brands here, as innovation accelerates.

8. Historical role of ingredients in health

Interest is growing in herbs and ingredients associated with historic times, especially as consumers take a greater interest in alternative forms of health and wellness in general. This is driving demand for ingredients such as ancient grains, which are associated with being raw and pure and having a positive impact on a variety of health areas.

9. Our Microbiome

Consumers recognise that all aspects of health are interlinked and impact on each other, especially immune and digestive health. As more becomes known about the gut microbiome and the link between beneficial bacteria and wellness, people will actively seek out functional products and ingredients that address digestive health.

10. Consumer safety

Historically, consumers have not always had the most favourable perceptions towards packaging, especially plastic. However, increased emphasis on product safety is resulting in consumers re-evaluating the role of packaging, with greater emphasis being placed on ensuring that products arrive in optimal condition and have not been contaminated along the supply chain.


More: #NEXT2022: Consumers do not believe ‘normal’ will return soon

More: OnShelf: Top FMCG product trends



Main image credit: Pixabay.com.


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